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It’s time for community pharmacy to “step up, speak up and start shaping what comes next”, said Brij Valla, managing director of newly-formed Avicenna Membership Services, in a call to action at Sigma’s overseas conference in Baku.

However, a sustainable future for the sector can’t be built from thin air, he warned. “We need proper investment in our premises and infrastructure, leadership and clinical training, a real seat at the table – not just a slot in a new pilot – and a funding model that’s fair, flexible and future-focused. We want to help write the blueprint.”

Pharmacists also need to tell the public what they offer so patients know what they’re walking into. “A clear display on the pharmacy door or online of what services are available builds trust,” he told delegates. 

“Trust brings people in the door and footfall is the base for everything. Maybe it’s time we say: if you’re offering NHS services, offer them all – not piecemeal. Let’s make consistent, quality care the standard, not the exception.”

Turning to Pharmacy First, Mr Valla conceded it had been “a bumpy start – but let’s not miss the bigger picture. This is a turning point. For the first time, we’re being seen publicly not just as dispensers, but as clinicians.”

Pharmacy First represents the start of pharmacy-led primary care. “However, this will only happen if we lead it. We can’t wait to be told what our role is – we have to help define it,” he said.

Picture your pharmacy five years from now, he asked delegates. “Not just rows of scripts but blood pressure clinics, mental health checks, menopause consultations and self-care advice. A place where people walk in not because they’re sick, but because they want to stay well.” 

That’s what pharmacy can be, he said. “That’s what we should be building.”